Digital Experience Web Development Optimization

Building and optimizing web experiences across the user journey that move business outcomes.

Lead web developer focused on digital experience optimization, building scalable platforms and improving how users discover, navigate, and move through key journeys.

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Digital experience, web development and analytics

My practical approach across the full lifecycle

Start with what users are trying to do, remove friction in the journey, build with quality, then measure and improve over time.

1. Get Clarity

Business goals, user journeys, funnel performance, data quality, constraints, and current architecture.

2. Make a Plan

Architecture decisions, measurement plan, performance strategy, and a realistic path based on capacity.

3. Implement

Implement improvements, connect systems, release carefully, and document what matters.

4. Measure and improve

Monitor results, diagnose issues, prioritize impact, and refine based on real user behavior.

What I focus on to improve the web journey, end to end

Six areas I tend to own or drive in marketing web environments.

Digital Experience Optimization

Improves user journeys across key funnels, reducing friction and increasing conversion with measured iteration.

Funnels UX diagnostics Experimentation

Web Architecture and Development

Builds and maintains the website ecosystem end to end, including architecture, development, QA, releases, and long-term maintainability.

Development QA and releases Governance

Analytics, Measurement, and Insights

Builds tracking and reporting teams can trust, then turns behavior and funnel data into clear priorities.

Measurement Dashboards Attribution

Discoverability and Content Searchability

Strengthens how people discover and navigate content across search, AI surfaces, and on-site pathways.

Site structure Structured data AI visibility

Integrations and Marketing Systems

Connects the website to CRM and marketing systems, forms, routing, and automations that support demand.

Forms and routing APIs Automations

Performance, Reliability, and Web Ops

Keeps experiences fast and stable through monitoring, operational discipline, and performance tuning.

Release process Monitoring Accessibility

Platform & Technical Ecosystem

A view of the ecosystem I work across, from building and maintaining to measurement and optimization.

Digital Experience Development

Plan, Implement, Measure, Improve

Languages & Development

HTML5 CSS3 Sass JavaScript jQuery React PHP SQL JSON REST APIs

CMS & Hosting

WordPress Multisite HubSpot CMS WP Engine

Analytics & Tracking

GA4 GTM HubSpot Search Console Similarweb Semrush Clarity Mouseflow Convert VWO

Optimization & Performance

Core Web Vitals CDN + caching New Relic SEO

Tools vary by environment, this is the set I use most often.

Selected Work

A few examples that show how I built scalable web experiences, then used it to improve the end-to-end user journey.

Pragmatic Institute

Scalable multisite platform and performance foundation for high-frequency product launches

Led a multisite platform foundation that supported fast product launches, audience-specific experiences, and measurable performance gains across key funnels.

Goal

Build a scalable multisite foundation so new product launches could ship quickly, adapt to different audiences, and keep the overall platform fast and maintainable as the site grew.

What I did

Led the multisite architecture and shared patterns so products could launch consistently and stay maintainable over time.
Owned full stack development across core templates and platform improvements, from implementation through deployment.
Paid down technical debt that slowed delivery and increased regression risk during frequent launches.
Owned web operations, including release process, QA discipline, and engineering standards to reduce launch risk during frequent launches.
Improved performance and Core Web Vitals through practical tuning across caching, page weight, and high-impact templates, driving meaningful performance gains.

Platform foundation and performance improvements screenshot

Experience focus

Platform architecture and scalability Performance and Core Web Vitals Technical debt reduction Web operations and reliability

Navigation and homepage redesign screenshot

Experience focus

Navigation and information architecture Commercial funnel pathways (B2C and B2B) Scalable page and component patterns Measurement and iteration

Pragmatic Institute

Discovery and Conversion Pathway Optimization

Led a rebuild of key entry points with a user-first approach, helping shape UX direction and translating UX and SEO strategy into clearer pathways that improved discovery and conversion.

Goal

Help users find the right offering faster and move forward with confidence by making navigation patterns consistent, strengthening homepage entry points, and reducing drop-offs across commercial pathways.

What I did

Built a scalable navigation system and template patterns, including taxonomy-driven structure where it improved findability and consistency across sections.
Implemented commercial pathway updates with clearer CTAs, cleaner progression, and fewer dead ends to support both B2C purchase intent and B2B lead flows.
Owned end-to-end delivery, including component development, QA, rollout coordination, and documentation so the experience stayed reliable through ongoing launches.

Alloy Personal Training

Multi Location Discovery + Microsite Experience (B2C and Franchise B2B)

Led full stack delivery of a multi-location experience that let customers find a nearby gym, route into a location-specific microsite journey, and also support franchise growth through a separate B2B pathway.

Goal

Scale to many locations while keeping the brand consistent, allowing local variation where it mattered, and making it easy for customers to find, choose, and engage with the nearest gym.

What I did

Implemented the location discovery journey, including search by city or ZIP, then routing into location-specific page sets with local CTAs.
Built scalable patterns and data structures for repeatable location pages, reducing manual overhead as new gyms were added.
Owned technical SEO and performance improvements so local pages stayed discoverable, indexable, and fast.
Maintained the platform end to end, from development through deployment and ongoing updates, partnering with UX and SEO on findability and conversion pathways.

Alloy Personal Training location search and microsite experience screenshot

Experience focus

Location-based discovery and routing B2C and franchise B2B pathways Local SEO and discoverability Scalable microsite architecture

Douglas J Salon and Institute dual-site user journey optimization screenshot

Experience focus

Cross-site user journey optimization Conversion pathway refinement SEO-informed information architecture Discoverability and intent-based navigation Measurement-aware iteration

Douglas J Salon and Institute

Dual-site journey and discoverability optimization (Consumer + Education)

Improved discovery and conversion across two connected sites, a consumer-facing salon brand and an education-focused institute, by rebuilding key navigation and page patterns, strengthening technical SEO foundations, and implementing clearer pathways for both service booking and program enrollment.

Goal

Help prospective clients and students find the right experience faster by clarifying navigation and content structure across both sites, reducing friction between discovery and action, and improving visibility for high-intent search queries.

What I did

Implemented updates to site architecture, navigation systems, and page-level patterns to better separate consumer services from education programs while maintaining brand consistency.
Delivered technical SEO improvements through template adjustments, internal linking enhancements, metadata alignment, and cleaner content structure to support high-intent discovery.
Built and refined reusable components and layout patterns that made key pathways easier to maintain and extend across both sites.
Owned implementation quality through QA, rollout validation, and regression checks to ensure improvements strengthened conversion flows without disrupting existing performance.

Contact

If you would like to connect about improving web and digital experiences, user journeys, or marketing web operations, feel free to reach out.